Boux Avenue adds to active offer with deeper dive into eco and performance

By

Sandra Halliday

Published
Jan 10, 2019

Intimates specialist Boux Avenue is following up its debut in the activewear market with a new collection for SS19 that takes a deeper dive into fitness clothing and also adds to its eco-credentials.

The company sees a major opportunity in active product with the UK currently the second largest fitness market in Europe and spending heading towards £5 billion annually. With over 7,000 fitness clubs, it's also the third largest fitness club European market and Britain currently has just under 10 million gym members.

Clearly, the potential for both activewear and athleisure sales is huge, and especially at this time of year with 20% of Britons seeing January as the time to act on New Year’s resolutions and visit a gym more regularly.

The company said that its first active line had been a “success” and the follow-up collection is a 30-piece “squat-proof” offer made from "breathable and seamless fabrics,” including a lightweight top made from 100% recycled polyester. 

Boux said it has increased its “focus on performance elements,” and also has a strong fashion strand running through the new collection with animal print, metallics and coral shades.

At the heart of the collection is the Galaxy range, covering light-medium support crop tops, squat-proof leggings and hidden support tops. The new four-way-stretch, high-support crop top and leggings are made from a compressive technical fabric that’s meant “to aid muscle recovery.”

Key pieces also include the brand’s first zip-through jacket - a layered style made from a wickable material to manage body temperature - and the knot-front top made from a lightweight, 100% recycled polyester.

The retailer is also launching a campaign to support the new products, “encouraging positivity by having women empower other women, with a #BouxActive selfie.” The campaign will include two competitions, “open to anyone who posts a confidence-boosting picture on Instagram, shouting out to their number one girl and telling her why she’s so amazing.”